Case Study: ZoomInfo

Challenges

• Develop and implement an ongoing program to build targeted visibility for an established B2B company that is innovative, rapidly growing and highly profitable but isn’t proportionately well-known
• Create a steady stream of enticing, authority-conveying coverage in marketing, sales, tech, entrepreneurial and general business media
• Generate interest in a new annual conference in the crowded marketing and sales event space

Solutions

• Craft a differentiated story: Reposition ZoomInfo at a higher level (as a platform provider) and tell how it has used its proprietary solution to drive its own growth
• Showcase founder and CEO’s viewpoints and expertise through media interviews and byline articles
• Boost thought leadership and brand preference by securing byline article placements that demonstrate ZoomInfo’s business acumen and value proposition, engender trust, and share useful information
• Establish annual ZoomInfo Growth Acceleration Summit as an increasingly popular source of groundbreaking insight by featuring speakers and linking to summit web page in media stories
• Leverage company’s Inc. 5000 listings, other industry honors, customer testimonials, research findings, and analyst and summit speaker commentary to lend credibility

Results

• Secured 50 published media placements and 3 pending articles in 29 months, reaching more than 46 million
• Garnered original coverage (most involving interviews) in media including Inc., Yahoo! Small Business, Chief Marketer, MarTech Series, BostInno and Boston Business Journal
• Placed byline articles in such outlets as Chief Executive, SmartBrief, Small Biz Daily, StartupNation, American Express OPEN Forum, Chief Marketer, CMO.com, Marketo Marketing Blog, Marketing News, MarTech Advisor, MarTech Series, Demand Gen Report, Sales & Marketing Management, Salesforce Blog, SellingPower and insideBIGDATA
• Secured 14 event listings for summits to expand attendance
• Reflecting growing interest, ZoomInfo lengthened summit from 1 to 2 days as attendance more than doubled from 200 in 2016 to a projected 500 in 2018
• Company has experienced revenue growth of 250% over the last 4 years